What is the _lr_retry_request cookie?
The _lr_retry_request cookie is set by scripts from LiveRamp, a US-based company specializing in identity solutions for digital advertising (LiveRamp ATS – Authenticated Traffic Solution). The name points to a technical function: handling retries of a network request when synchronizing an identifier with LiveRamp partners fails on the first attempt.
It typically appears on websites that work with programmatic advertising partners, SSP/DSP platforms, or people-based marketing solutions that integrate LiveRamp for identity resolution as an alternative to traditional third-party cookies.
What data it stores
Based on publicly available information, this cookie does not store directly readable personal data, but rather a technical flag related to the status of a sync request (retry-type marker). LiveRamp does not publish detailed documentation on the exact value format, and it may vary.
The broader LiveRamp identity resolution process may involve pseudonymized identifiers (hashed emails, device IDs) transmitted to LiveRamp servers and its advertising partners.
What it is used for
The main purpose is technical support for synchronizing user identifiers between the website and LiveRamp's infrastructure, part of the identity resolution process used for cross-site and cross-device targeted advertising.
For the site implementing it, this cookie indirectly supports the effectiveness of its advertising partners' campaigns (SSPs, agencies, data platforms), without providing a direct functional benefit to the visitor.
Does it require consent?
Under CookieFix's classification, _lr_retry_request falls under the marketing category (advertising/tracking). As it is used to identify and track users for advertising purposes, it falls under Article 5(3) of the ePrivacy Directive (2002/58/EC), transposed in Romania via Law 506/2004, and requires prior, explicit, and granular consent from the visitor, in line with GDPR and ANSPDCP guidance.
Website owners should declare it accurately in their cookie policy, classify it under the marketing category in the consent banner, and ensure the LiveRamp script does not run before consent is obtained.
How to block or delete _lr_retry_request
- Visitors can delete or block this cookie via browser settings (Chrome, Firefox, Edge, Safari – cookies and site data management sections).
- Anti-tracking extensions or third-party cookie blocking features also limit this type of synchronization.
- For site owners: the LiveRamp script should only load after consent is given. A CMP like CookieFix can automatically block the script until the visitor consents to the marketing category.
Frequently asked questions
It is not malicious, but it is an advertising tracking cookie that helps identify users across multiple sites, which is why it requires consent under GDPR.
It is set by LiveRamp, through its ATS (Authenticated Traffic Solution) platform, integrated into sites via programmatic advertising scripts or data partners.
The typically reported duration is 1 day, though this can vary depending on implementation and provider updates.
Yes, since it is a marketing/tracking cookie, both Romanian law (Law 506/2004, transposing ePrivacy) and GDPR require prior visitor consent before it is set.